Lexus: The relentless pursuit

Cheaper than its rivals

It is 1989 and German brands BMW and Mercedes-Benz dominate the luxury car market. Overnight, their world was changed by the launch of a brand new vehicle.
The maverick newcomer is quicker, quieter, more economical and a full US$30,000 cheaper than its rivals. That car, the Lexus LS 400, sent shock waves throughout the world's automotive industry.

Toyota Motor Corporation's first foray

It was Toyota Motor Corporation's first foray into the global luxury market. It took 1,400 engineers and 2,300 technicians, 450 prototypes and six years to complete the vehicle at a cost of some US$1 billion. Within two years of its introduction, Lexus overtook Mercedes-Benz for the crown of best-selling luxury import brand in the U.S. and had clinched top place in J.D. Power & Associates influential ratings for quality and service.

J.D. Power & Associates

Since then, Lexus has won more J.D. Power & Associates awards than any other automotive marque. Yet the road to success was anything but smooth for Lexus. How did Toyota Motor come to dominate one of the most competitive, high profile and lucrative markets in the world? This book answers that question and looks at the issues Lexus now faces to stay on top. Using a wealth of internal materials and interviews with key sources, Chester Dawson documents the growth of Lexus - from its genesis at a top secret Toyota Motor board meeting to its latest exciting line of cars.

Lexus

Lexus: The Relentless Pursuit by Chester Dawson
ISBN: 0470821108

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